Tourism campaign portrays Connecticut as a good place to do business and enjoy fall foliage

Associated Press

- Sep 19, 2012 1:48 am

Skift Take

TV spots are marketed wisely: leisure ads go to New York for weekenders and day-trippers, while business-focused ads are aired nationally and likely benefit from the state’s proximity to Manhattan.

— Samantha Shankman

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Connecticut is unveiling the second phase of a two-year, nearly $27 million tourism campaign, focusing on the state’s economic development efforts as well as the fall foliage season.

Gov. Dannel P. Malloy’s office announced Monday that the two-pronged fall initiative will tell the stories of companies in Connecticut that are “inventing the future today through innovation.” It will feature ESPN, Alexion Pharmaceuticals and Pratt & Whitney.

The campaign has been well received since its launch in May. Photo by June Mita Photography.

The “Still Revolutionary” campaign, launched in May, is intended to highlight what the state has to offer businesses as well as tourists. Christopher “Kip” Bergstrom, executive director of the Commission on Culture and Tourism, said Connecticut officials believe it makes sense that the “Still Revolutionary” brand should be used to promote the state on both the economic and tourism fronts.

“The environment out there is noisy,” Bergstrom said. “Unless you have one message and really reinforce it and really do it across all dimensions of state marketing and over a long period of time, you never break through the noise.”

Launched in May, the state’s tourism website has seen a 100 percent jump in traffic. Bergstrom credits much of that jump to the 30-second TV ads the state has run, focusing heavily in the New York area. Bergstrom said the state’s top five tourism attractions have reported a seven percent increase in visitors compared with last year.

The latest round of commercials will feature fall attractions and will also focus heavily on the New York market.

The ad promoting Connecticut as a good place to work and do business will be aired nationally on cable TV channels. The marketing campaign also includes print and digital advertising, as well as a new website, www.ctforbusiness.com, that promotes the state as a good place to start or bring a business.